This text focuses on product-market entry-level strategy, examining the content of specific strategies appropriate for difference market and competitive situations, as well as the organizational and managerial issues involved in implementing those strategies. Real-wprld examples are used to illustrate concepts and procedures and demonstrate their practical significance. The text comes bound with GAMR, a Global Allocation Marketing Resources simulation. This edition includes a chapter on international issues.
Auflage
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Editions-Typ
Illustrationen
Maße
Höhe: 230 mm
Breite: 183 mm
Gewicht
ISBN-13
978-0-256-13692-0 (9780256136920)
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Schweitzer Klassifikation
Compaq shifts strategies; corporate business and marketing strategies - difference issues at different organizational levels; strategic planning systems; the role of marketing in formulating and implementing strategies; the process of formulating and implementing marketing strategy.
